XL Marketing, a big data and CRM company best known for being co-founded by ex-Apple CEO, John Scully, has announced the purchase of Intela, a firm with a similar interest in direct marketing to that of XL.

Intela’s own data and customer acquisition businesses in the UK will be merged with Bristol-founded, Virtuoso Advertising, which XL purchased last year in a deal PerformanceIN understands was worth $18 million.

The two companies will combine to form the new XL Marketing Europe (XLME). Based out of London, XL said the new entity will become one of the largest data and email services companies in the UK and continental Europe.

More Tools for Marketers

Rounding out the marketing tools available to marketers was apparently the reason behind XL Marketing’s move for Intela, according to XL’s chairman and chief executive officer (CEO), David Steinberg.

“Acquiring Intela’s assets enhances our portfolio of services, strengthens our analytics capabilities, expands our geographic footprint and accelerates our evolution into a world class big data company,” Steinberg explained.

As with most mergers of this kind, there is often a small amount of musical chairs with upper-level executives. Jim Mansfield, who was previously founder and CEO of Intela will become chief strategy officer for XL Marketing where he will manage email operation in the US.

Corporate Reshuffle

Ben Harvey, founder of Virtuoso, is set to become president of XLME and Toby Harris, previously chief operating officer (COO) of Intela, takes the same title to XLME. Both report to Steven Gerber, COO of XL.

Mansfield echoed the sentiments of Steinberg when describing how the merger unlocks more channels, data and services to target consumers of the company’s new combined client base.

“This tie up gives Intela’s advertisers access to new distribution channels, higher quality data and additional email services,” Mansfield said. “The combined company will have an unparalleled set of assets and capabilities to help brands acquire, engage and retain customers.”